Call for Papers: Creating Consumer Value in Health Service Industry in Kenya
The Clinical Proceedings from Hospitals of Kenya (CPHK) invites papers on creating consumer value in the healthcare industry. Consumer value has to be a key factor to maintain competitive advantage in personalized healthcare market (Miller, 2007). Traditional concepts of measuring value in service industry include quality and satisfaction (Holbrook, 1999). Such factors have a narrow focus and do not consider the multidimensionality of value resulting from a health services encounter. Although value in health service industry is a complex phenomenon composed of multiple dimensions, simple linear models that emphasize cost-benefit trade-offs are common in literature. Such linear models are based on economic theories of utility maximization (Dragan & Cary, 2010; Maziak & Ward, 2009), which attempt to capture the cognitive trade-off between sacrifice and perceived benefit (Sanchez-Fernandez, Iniesta-Bonillo, & Holbrook, 2009). The linear cognitive trade-off models are simplistic for health services experiences, because they fail to capture the complexity of service experience in health care.
Holbrook (1999) developed a multidimensional typology designed to capture multiple interrelated attributes of value in service industry. Holbrook’s model was both cognitive and affective, in that it helped to capture the social, economic, hedonic and altruistic dimensions of service value (Sanchez-Fernandez et al., 2009). Holbrook indicated that value is produced by a permutation of extrinsic and intrinsic motivators that are both self oriented and other oriented. Self oriented extrinsic producers of value include efficiency and quality of service, while self oriented intrinsic producers of value include play and aesthetic of service. Other oriented extrinsic producers of value include status and esteem, while other oriented intrinsic producers of value include ethics and spirituality. Sanchez-Fernandez et al. simplified Holbrook’s model to reveal six dimensions of consumer value: efficiency value, quality value, social value, play, aesthetics, and altruistic value.
Consumer value in health care is inadequately conceptualized; literature is dearth of strategies for operationalizing value in health services industry. Conceptual development of consumer value in health services is urgently needed. Studies of conceptual models and measurement strategies for value are lacking in health services context.
The Journal seeks submissions of original research, commentaries, research notes and reports, book reviews, and forum topics. The journal welcomes research articles from scholars and practitioners involved in various fields in health service industry from all over the world to publish high quality and refereed papers. Papers for publication in the CPHK will be selected through a peer review to ensure originality, timeliness, relevance, and readability.
Click on the following link to submit your paper
NB. Works published in CPHK will receive Ubricoin incentive tokens known as Brevis. Ubrica has created Brevis incentive tokens on Ubricoin, a cryptocurrency built on ERC20 Ethereum contract to promote excellence in academic and clinical publishing in developing countries. Read more about this incentive program on Ubricoin Whitepaper (https://ubricoin.ubrica.com/white-paper/).References
Dragan, M., & Cary, E. (2010). Consumer behavior in food consumption: reference price approach. British Food Journal, 112(1), 32.
Holbrook, M. B. (1999). Consumer Value: A Framework for Analysis and Research. In M. B. Holbrook (Ed.), Introduction to consumer value (pp. 1-28). London: Routledge.
Maziak, W. M. D. P., & Ward, K. P. (2009). From health as a rational choice to health as an affordable choice. American Journal of Public Health, 99(12), 2134.
Miller, P. (2007). Entrepreneurial activities in personalized healthcare. Retrieved September 7, 2010, from www.uctv.com
Sanchez-Fernandez, R., Iniesta-Bonillo, M. Ã., & Holbrook, M. B. (2009). The conceptualisation and measurement of consumer value in services. International Journal of Market Research, 51(1), 93-113.